Apr 23, 2018 10 Examples of Brand Storytelling (with Data) that Hit the Mark. April 23, 2018. The participating schools identified those with a need for clean clothes and anonymously tracked their loads of laundry as well as their attendance and grades over the course of one year.
. ' Jacuzzi is a commercial brand, hot tub is the generic term; i.e., all Jacuzzis are hot tubs, but not all hot tubs are Jacuzzis.' (Jim Parsons as Sheldon Cooper in 'The Toast Derivation.' The Big Bang Theory, 2011). 'Computer users searching online for information say they are 'Googling.'
- Before I launch into giving examples, let’s recap the definition of personal branding. Personal branding is essentially what you are known for and what people seek you out for. If you are the “go-to” person for graphical design, then your personal brand is all about graphical design, even if that is not your job.
- Unfortunately, many of these brands are high-end and difficult to find, but it won’t be long until this wave makes it into the mainstream—I just know it. 69 Worldwide. This provocative Los Angeles-based brand, which defines itself as a “non-gender, non-demographic clothing line,” carries comfortable and cutting-edge unisex pieces.
Commercials running in states like Michigan and Ohio suggest that shoppers go 'Krogering.' But what will investors make of a campaign that proposes they start 'Vanguarding'? 'The campaign, scheduled to begin this week, turns the Vanguard brand name into a, the better to help potential customers remember the company’s mutual funds and other investment products.' (Stuart Elliott, 'The Verb Treatment for an Investment House.' The New York Times, March 14, 2010). ' Brand naming has existed for centuries. Italians made watermarks on paper in the twelve-hundreds, During the industrial revolution, companies sought to inspire consumer confidence with names borrowed from their owners’ families: Singer sewing machines, Fuller brushes, Hoover vacuums-all names that are still in use.
Before the First World War, there was a wave of abstract names ending in 'o' (like Brillo and Brasso), followed, in the nineteen-twenties, by one of 'ex' names: Pyrex, Cutex, Windex. But, according to Eric Yorkston, a marketing professor at Texas Christian University, modern brand naming-with its sophisticated focus groups and its linguistic and psychological analysis-began in the years after the Second World War, when the explosion of similar products from competing companies made imaginative naming an increasing necessity.' (John Colapinto, 'Famous Names.' The New Yorker, October 3, 2011).
'Australia is to become the world’s first country to ban and branding on cigarette packets, in a move tobacco companies say will increase the black market trade. 'Plain packaging, which will be introduced from July 1st, 2012, will mean cigarette packets will all be the same color and carry large, graphic health warnings. The brand name will appear in a small font. The font style and size and the position of the brand will be uniform.' (Padraig Collins, 'Australia Will Be First Country to Ban Logos on Cigarette Packets.' The Irish Times, March 24, 2010). 'The impact of differences must be understood if a brand name is to be successfully transferred since key elements of the marketing communication mix used to sell products, like brand names or advertising campaigns, are language based.
We propose that when entering the Chinese market, three decision rules should be followed in order to successfully transfer a brand name to China: First, the brand name should accurately reflect the 'unique selling proposition' or the 'basis of sustainable competitive advantage' of the product/brand. Second, a successfully transferred brand name has a as well as a: one that induces positive associations between the transferred brand and the preferred cultural practices or personal goals. Third, a successfully transferred brand name should be memorable; it should enter the evoked set with top of the mind recall.'
(Julie Mo, Jason McNicol, and Lance Eliot Brouthers, 'What Is in a Name? Transferring Brands to China.' Marketing in the 21st Century: New World Marketing, Vol. Wilkinson and A.R. Greenwood, 2007).
A brand exists in the minds of consumers. Nowhere else. No matter how clever your brand messaging is, it can’t alter the brand. It can only raise awareness or reinforce existing perceptions.
If consumers know a brand promise is empty, they’ll just scoff at the disconnect between the message and the actual.Scary thought, right?Not if you’re committed to following through on your brand promise, and you move heaven and earth to do it.Some brands get it. They know success depends on listening to and understanding the customer, empowering employees to achieve excellence, making sure brand standards are met on the front line and innovating in response to market trends.Other brands have a more insular view. And we all know what happens when customer-facing businesses lose sight of what’s important. To us, the brand promises examples below represent a wholehearted investment in serving the needs of customers—and in going further to earn their confidence, loyalty and trust.We’ve collected 12 of the greatest brand promise examples we’ve ever seen. Some of these brands you’d expect to make the list and others may come as a surprise.
But it just goes to show that a successful brand is a lot more than a logo, icon or memorable slogan. Best Brand Promise List 1.
Geico: “15 minutes or less can save you 15% or more on car insurance.”This brand promise has become the basis of Geico’s entire marketing strategy, leading them to the top of the auto-insurance industry. Though a time-based promise can be tricky to keep, it’s easy to measure.
Geico has done a great job at maintaining their image and keeping their promise.Sticky hands. Great for football. Not so great for getting the mail.
– you still owe me a new mailbox— DIGGS (@stefondiggs)2. Coors Light: “The World’s Most Refreshing Beer”This straight-forward brand promise is both simple and informative, easily capturing the spirit of the company in one sentence. While “refreshing” may mean different things to different people, it’s overall concept for a light beer is generally agreed upon–and an amount of exaggeration is implied (and accepted) with the claim of “world’s most.” 3.
Coca-Cola: “To inspire moments of optimism and uplift.”Coca-Cola’s brand promise takes a bit of a different route. It does not mention the product or service, but instead aims to convey a mindset held by all of those that are a part of the company.
With a brand promise like this, Coca-Cola positions themselves as a lifestyle brand that is about much more than just manufacturing popular drinks. BMW: “The Ultimate Driving Machine”This bold statement is the driving force behind BMW’s brand. They aim to produce only the most efficient and elegant vehicles and their brand promise states this with confidence.Get an exclusive look at our fleet of All-New vehicles: the 3 Series, X5, 8 series, Z4 and the First-Ever BMW X7, along with other exceptional models.
Only at the LA Auto Show.— BMW USA (@BMWUSA)5. Nike: “To bring inspiration and innovation to every athlete in the world.”Similar to Coca-Cola, this brand promise doesn’t even mention Nike products, but instead tells the consumer how they think and what they aim to do on a much larger scale than sports clothing and equipment.
Brand Examples Of Clothes For Girls
Harley Davidson: “We are Harley Davidson.”Harley Davidson have had a number of different brand promises through the years, but all of which revolve around the simple fact that there is nothing like a Harley. The cultural icon needs little explanation, and so their most recent brand promise doesn’t attempt to be anything but simple and to-the-point, promising a consistent experience with their company every single time. A post shared by (@harleydavidson) on Jun 16, 2019 at 10:11am PDT7. Apple: “Think different.”What started as a shrug to IBM’s “Think,” Apple’s brand promise is arguably the most famous slogan of all time and the key to Apple’s wild success in the computer industry. Apple’s brand promise is two-sided–their guarantee to create products based on seeing the world a little differently, and their promise to inspire their customers to do the same. H&M: “More fashion choices that are good for people, the planet and your wallet.”Karl-Johan Persson, CEO of H&M says, “We have set ourselves the challenge of ultimately making fashion sustainable and sustainability fashionable.” This is a promise the brand achieves with sustainable materials in their product and consistent low prices.
A post shared by (@hm) on May 17, 2019 at 9:29am PDT9. Starbucks: “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”With a following as iconic as Apple, it’s no surprise that Starbucks provides a great brand promise example, and one they continue to deliver on.
Like many company, Starbucks distinguished themselves as a lifestyle brand looking to bring much more to the world than a great cup of coffee. Wegmans: “Consistent low prices.”Wegman’s promises its shoppers something they can rely on – consistent low prices. Committed to customer satisfaction with every store experience, this company believes that families should be able to buy what they want, when they want it, instead of relying on coupons and what’s “on sale” each week. Marriott: “Quiet luxury. Crafted experiences. Intuitive service.”This brand promise example is all about a consistent experience. Whether you stay in a Marriott in New York City, California or Utah, you expect the same experience and service.
If Marriott did not live up to this promise, they wouldn’t be one of the most successful companies in the hospitality industry today.Unlock comfort, and reset with cool neutrals and inviting minimalism at / Photo by IG user chinsiang117— Marriott Hotels (@Marriott)12. Walmart: “Save money.
Live better.”It’s no surprise that Walmart makes the list of great brand promise examples. By combining the obvious promise of low prices with emotional benefits, Walmart offers its shoppers a better quality of life with easy access to the necessities. How to Create a Brand Promise That SticksA great brand promise reflects careful consideration, courage, and creativity. The bolder and clearer the better. The best brand promises go big, challenge the status quo, and connect with consumers on a deep emotional level. Make It MeasurableWith many brand promise examples, the promise becomes too many things in an attempt to be everything to everybody, and ends up being nothing to anyone. For your brand promise to be effective, it must be measurable.What does friendly mean?
How do you measure that? What does safe mean? Does safe only mean that the driver has never been in an accident? We all know people who don’t necessarily drive safely, but have not been in an accident – yet.If you can’t define what your promise means, you can’t measure it. If you can’t measure something, you can’t manage it.FedEx Ground will deliver to residences every day of the week beginning in January 2020, because shoppers don’t run on business days – they run every day.— FedEx (@FedEx)Take FedEx for example. When FedEx first started out, their brand promise was, “We will get your package to you by 10:30 am the next day.” Time is a measurement we all agree on.
If the package arrives prior to 10:30 am, the brand promise is kept. Starting at 10:31 am, the promise is broken. A strong brand promise is easy to measure against. Make It MeaningfulThis is where the old cliche “actions speak louder than words” is particularly true. A brand promise is nothing if it’s not followed through with action.The one thing strong retailers do well is deliver on their brand promises consistently. You make a commitment to your customers, and if you don’t deliver, you’ll lose them. The problem is that many companies have one big barrier to consistently delivering on those promises–their employees.Your store associates are the faces of your business.
They are the ones who interact with your customers daily and they make the strongest and most lasting impression on your customers. It’s their job to be the point of contact between your brand and your customers.visit us to see us flip 🤭— lil dani🦋 (@danielaaxgomez)But you know what’s scary?Most employees don’t even know what their company is promising.